Contrary to some of the sponsors and marketing agencies that scaled back their activities at the Daytona 500, Ask.com
showed up with its CEO, president and a team of close to 25 for its first race as NASCAR's official search engine.
The primary sponsor of Bobby Labonte's #96 Ford, Ask
hit the ground with a team of Ask Ambassadors (think pretty girls in white and red), a fleet of branded golf carts that seemed to be everywhere, and a ritzy motorcoach parked next to Lake Lloyd in the speedway's infield. Daytona also marked the launch of an exhaustive ad campaign on Fox that includes 30 different 15-second spots and will run throughout the first half of the season.
“We're still in a learning mode,” said Scott Garell, Ask
's president. “We'll maintain this mix through the first quarter and then step back and see what's most effective.”
Garell didn't reveal Ask
's spend, but he called NASCAR 'the focus of the company and the broadest activation we've had'.
Veteran GMR Marketing executive Mike Boykin, whose agency represents Ask
, said he has never seen a better time for a sponsor to enter the sport, because of declining rates and the opportunity to shine when other sponsors are pulling back.
“That's what the Ask
guys saw,” said Boykin, sitting outside his agency's motorcoach in Daytona's fenced-off blue lot, where DeWalt, National Guard, Coors Light and Oakley were heavy into hospitality.
While newcomers such as Ask
made their big splash at Daytona, it wasn't hard to find evidence of the recessionary times. Bank of America, NASCAR's official bank, did not show, and others were taking a more conservative approach.
“Given our limited opportunity for at-track activation, we decided to eliminate our hospitality programming at Daytona,” said Bank of America spokesman Joe Goode in an e-mail, noting that SunTrust is the track's official bank. “Client-focused events continue to be an important and appropriate means of generating new business and increased revenue. However, we are taking reasonable steps to reduce the cost of these events and in some cases to postpone or cancel them.”
Other signs of the times were evident. A Michael Waltrip Racing sponsor reduced its travel party from 15 to five, and they stayed one night instead of two or three. One agency put six people in its three-bedroom condo and rented cars from Thrifty rather than Avis to save on travel expenses.